Adults driving Squishmallows toy craze
June 26, 2023
The popularity of Squishmallows, a plush toy that ranges from two inches to two feet and costs between $5.99 and $39.99, is being compared to the Beanie Baby craze. The product line, which boasts the top-selling toy in the U.S. and Canada, has over 11 billion impressions on TikTok.
Squishmallows Could Be the Next Classic Brand?
According to Jazwares, these stuffed dolls are not being bought by kids so much as the 18 and older fans, who are largely responsible for the vast majority of sales.
Similar to Beanie Babies, each plush resembles a cute creature or animal based on existing things or is brand new in design.
Having risen in popularity during the pandemic, the latest toy craze has been hyped up by none other than social media users on the notorious TikTok platform. Squishmallows have gone viral and achieved billions of impressions.
Consumers also enjoy sharing on their social media accounts how their Squishmallow plushes are soft and comfy, and help them relax or reduce anxiety.
Washington Post predicts that the Squishmallow brand has the potential to become long-lasting like “Lego, Barbie, Hot Wheels, and Fisher-Price.”
The product line has grown beyond basic plush dolls that look like random creatures and expanded into crossovers with recognizable brands such as Hello Kitty and Disney, and other famous licenses.
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